Presto

December 16, 1922.
PRESTO
Christman
HEAVY BIG HOLIDAY
PIANO PUBLICITY
Many Enterprising Manufacturers and Re-
tailers Are Employing Large Metropolitan
Newspaper Space by Which to Stimulate
Sales This Christmas Season.
"The
First
Touch
Tells"
(Reg. U. S. Pat. Off.)
That the Christman
Reproducing Grand
is a perfect instrument in
tone as well as in appear-
ance and performance.
It responds to the highest
demands of the most critical
musician.
There is no Challenge of the
Preeminence of
The Famous
Studio Grand
Only 5 feet Long
Wins Critical Appreciation at once.
"The
First
Touch
Tells"
(Reg. U.S. Pat. Off.)
And Now is the Best Time to
Begin to win trade which will
insure Better Business next
year.
Write to-day for
particulars.
Christman Piano Co.
597 E. 137th Street
New York
It sometimes happens that the best kind of trade
reading may be .found in the advertising columns.
This is so when the advertising has been prepared
by experts who understand just what the retail piano
dealers want to say to their public. It is so when the
"copy" comes from experienced hands and tells suc-
cinctly the stories the piano prospects must have in
order to stimulate in them the desire to own musi-
cal instruments.
Last Sunday's Chicago Tribune had a full-page ad-
vertisement of the great house of Lyon & Healy.
The page presented every angle of the piano business
and, to all other retailers in smaller communities the
presentation of the several styles of pianos must
have peculiar interest. The divisions of the "full
page" were grouped under the general heading of
"the Four Great Classes of Modern Pianos, Shown
Side by Side." And, stretched across the newspaper
page, were the following brief chapters under the
sub-heads here given:
Upright Pianos.
To the thoughtful person who is considering the
purchase of an upright piano, the questions of where
to go and just what it is necessary to pay for a really
good piano are of considerable importance. The in-
vestment represents so much one must be certain.
We are always glad to assist such buyers. Our wide
range of styles, fourteen in all, affords ample oppor-
tunity to examine and to hear critically the products
of notable makers. In this group will be found the
celebrated Steinway at $875. Then the Weber, the
Washburn and the Lyon & Healy Upright are shown
in a number of charming models. The tonal beauty
of these instruments proclaims at once the high de-
gree of painstaking craftsmanship which has built
them.
Grand Pianos.
In this group are shown a delightful number of
models and makes. The magnificent Steinway, the
instrument of the immortals, will be found in several
styles, ranging from the miniature Grand to the
unique Concert Grand. The dainty Lyon & Healy
Apartment Grand is also exhibited. Its lovely tone
and beauty of line will captivate you. It is ideal for
the small apartment. The price makes it most attrac-
tive to prospective buyers. We also display the
Brambach Piano, a really good piano of moderate
price. Your inspection of these instruments is cor-
dially invited. The knowledge you will gain of qual-
ity, style and value by making comparisons will en-
able you to invest wisely. You are sure to find here
complete satisfaction in your selection of a piano.
tures of great artists at the Steinway making most
effective displays.
In Chicago, last Sunday's Tribune carried large
displays of the Steger & Sons Piano Co., Lyon &
Healy (two pages), Story & Clark Piano Co., P. A.
Stark Piano Co., Moist Piano Co., The Cable Com-
pany, Wade-Twichell Co., Adam Schaaf, Inc., and
Julius Bauer & Co.
First in Twenty Years.
Julius Bauer & Co. advertised its "First Special
Sale in Twenty Years," and the advertisement oc-
cupied a full page, and including the following is one
of its "wings":
You are having the opportunity of selecting your
piano from such a galaxy of famous makers at the
price usually asked for a piano of plebian make!
Consider what this offering means to you. You have
the opportunity, perhaps long-looked for, to select
your piano from these nationally known makers—
the Mehlin, a piano characteristic of discriminating
musicians and homes where only the best that money
can buy is enjoyed. The Lester, endorsed by a mul-
titude of the world's greatest artists. The Christman,
an old and tried make, an exceptionally big tone of
rare beauty. The Schiller, with a tone of rare beauty,
rightfully known as the idealistic piano. The Schu-
mann, tone is distinctively individual. In its beauty
and richness it reflects the skill of the artisan.
Surely there is going to be a good deal of Christ-
man piano delivery this year if advertising will do it
—and it will.
ANOTHER AUTOPIANO FOR
THE UNITED STATES NAVY
The J. E. Lothrop Piano Co., Dover, N. H., Installs
Famous Player on U. S. S. "Beaver."
The world famous Autopiano continues to be the
supreme favorite in the United States Navy. Still
another one of Uncle Sam's battleships has chosen
the staunch and durable player. The latest acquisi-
tion to the ranks of the Autopiano users in the navy
is the U. S. S. "Beaver," a submarine escort ship.
The J. E. Lothrop Piano Co., of Dover, N. H., is
the progressive piano house which delivered an Auto-
piano on board in the Kittery Navy Yard, where it
recently arrived after a voyage from Manila, Philip-
pine Islands, from which point it escorted a con\oy
of submarines to these shores.
The "Beaver" is
scheduled to sail shortly to its base on the Pacific
Coast.
With this latest addition to enhance the.Autopiano's
supremacy and help it to continue to hold sway on
the vasty deep, this instrument now enjoys the unique
distinction of being in use on every type of ship in
the service of the United States Navy. There is per-
haps no more severe test of durability in the Auto-
piano than in its use aboard a United States warship,
where the instrument is exposed to every conceivable
climatic condition, from the excessive humidity and
heat of the tropics through drastic changes of climate
to the stinging cold of the Arctic regions. In addi-
tion there is the hard usage to which the instrument
is subjected at the hands of hundreds of sailors, and
the tremendous buffeting of the ship by wind and
waves.
That the officers of the navy continue to impress
the Autopiano into their service is, .the best possible
recommendation the manufacturers can ask.
Playerpianos.
Included in this group are players of the most im-
proved mechanical action. Seven styles are shown,
all of known standard makes and fully guaranteed.
Such an instrument brings within reach music of all
kinds and makes it really yours. And you may enjoy
it while paying. Our liberal arrangement permits
you 30 months in which to make payment. The
prices are very moderate and begin as low as $395.
Among the better makes shown are the popular
Washburn and the Pianola. Special rooms are de-
voted to their display and you may unhurriedly and
without distraction view the pianos of your choice,
before finally deciding upon the one which you really
want.
Reproducing Pianos.
How often have you heard Paderewski and other
great pianists? Would you not like to hear them
whenever you wish, even if daily? You can. The
Duo-Art Reproducing Piano brings to you a life-
like reproduction of their actual keyboard perform-
ances. All the fire and expression of their playing
are yours to delight in. Come in to see this versatile
achievement in piano building. Obtainable in the
famous Weber, the Steck, Stroud, Aeolian, and Stein-
way pianos.
The new Lyon & Healy Reproducing Grand is rap-
idly winning popular favor. It is presented in the
dainty Apartment Grand. Prices are very moderate.
They begin at $1,950. The Lyon & Healy Reproduc-
ing L T pright is offered in two styles at only $990
and up.
Fine Holiday Advertising.
The advice of the Atwood Loader Co., as it ap-
pears in the advertisement of that industry, is good.
No piano dealer, or salesman, can afford to do busi-
ness in the antiquated way. The old four-wheeled
wagon has passed; the new Loader, attached to the
swift Ford, is here. Dealers who are still doing their
delivering the old way should read the Atwood
Loader Co.'s advertisement and profit by it.
This year the holiday advertising of the piano man-
ufacturers and dealers is more voluminous and liberal
than before in a long time. The local newspapers of
all the great cities last Sunday carried many "full
pages." In New York the fine displays of Christman
& Sons, Sohmer & Co., The Aeolian Company, Stein-
way & Sons, and others filled large space. The
"Piano of the Immortals" has been occupying full
pages in the sepia section of the New York Times,
in which the arts are splendidly associated, the pic-
Two Steinway Grand pianos were furnished by
Sherman, Clay & Co., for the Apollo club concert in
Portland, Ore., December 1, at which Charles Hack-
ett, exclusive artist for the Columbia company, was
the guest artist. Mr. Hackett was enthusiastically
received by the large audience, but he created a storm
of applause when he sang "Duna," which he male
famous by his Columbia recording.
THE CLUB DINNER DATE.
January 6 is the date on which the beeksteak din-
ner and entertainment of the Piano Club of New
York will be held. The event was scheduled for
last week, but was postponed because of the death
of George Holz, vice-president of the club. The din-
ner will be served in the club quarters at 137th street
and Third avenue and an enjoyable program is
promised by the committee of arrangements com-
posed of Albert Behning, chairman; George Cit-
tins, Homer Roemcr, William F. Keogh and Otto
M. Heinzman.
BEGIN NEW YEAR RIGHT.
STEINWAY IN CONCERT.
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